Observer Standard Newspapers clacksons Covering the affluent South Midlands New routes from Coventry Airport Presented by: Martin Andrews - Clacksons 6 th January 2004

Observer Standard Newspapers clacksons Covering the affluent South Midlands The next 15 minutes Observer Standard Newspapers  Overview.  Coverage area.  Readership profile by social grade.  Positioning our titles against a 70 mile radius.  Readership overview against Thomson defined catchment area. Indexation of readership profile by social grade. Brand strength  Market research.  Involvement & retention.  Editorial effectiveness.  Advertising effectiveness.  The locals choice. Summary

Observer Standard Newspapers clacksons Covering the affluent South Midlands Observer Standard Newspapers  A group of quality free distribution newspapers.  Covering the affluent South Midlands.  Independently owned.  Newspapers that are an integral and fundamental part of the communities they serve.  Willing to challenge major publishers having launched in markets where publishing monopolies previously existed - Worcester (Newsquest) and Coventry (Trinity Mirror).  Providing a marketplace in which advertisers feel comfortable using our products.  Products that you should feel comfortable with for both display advertising and recruitment.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Coverage area

Observer Standard Newspapers clacksons Covering the affluent South Midlands Observer Standard Newspapers Profile of readership by social grade Source: Jicreg data at 1 st November ,095 A.I.R. 147,171 A.I.R. 134,120 A.I.R. 165,087 A.I.R. Strong ABC1 readership for the West Midlands

Observer Standard Newspapers clacksons Covering the affluent South Midlands Thomson targeting a catchment of 70 miles around Coventry

Observer Standard Newspapers clacksons Covering the affluent South Midlands Readership overview  Observer Standard Newspapers reaches 577,481 A.I.R. within a 70 mile radius of Coventry Airport.  100% of the Observer Standard Newspapers readership falls within a 70 mile radius of Coventry Airport.  Observer Standard Newspapers provide extremely high AB readership (131,095 A.I.R.) – that’s more than the combined total AB readership of the West Midlands Express & Star; Birmingham Evening Mail, Coventry Evening Telegraph and the Worcester Evening News!  86.2% (497,835 A.I.R.) of Observer Standard Newspaper readers are not average issue readers of any local or regional paid-for daily title.  74% (427,633 A.I.R.) of Observer Standard Newspaper readers are not average issue readers of any local or regional paid-for title. Source: Jicreg data at 1 st November 2003.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Index of readership profile (AB’s & C1’s) against 70 mile radius of Coventry Airport Source: Jicreg data at 1 st November 2003 The readership profile of the major Evening titles highlights the relative deficiency in reaching AB readers. Observer Standard Newspaper provide an even readership consistent with the catchment area.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Index of readership profile (C2 & DEs) against 70 mile radius of Coventry Airport Source: Jicreg data at 1 st November 2003 Observer Standard Newspapers continue to provide a balanced readership profile. The Evening titles benefit from high proportions of readers falling in the C2 & DE social grade.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Market research – Brand strength  Observer Standard Newspapers are rolling out a research programme which hopefully will demonstrate the strength of their titles within the respective marketplaces.  Communications Clinic commissioned in May 2003 to undertake the first project in Rugby; Interviewing conducted by Interviewing Services Limited.  375 interviews to Jicreg standards – Sample size 50% more than Jicreg minimum. Interviews 25 minutes, face to face questionnaires; Field work 26 th May to 29 th June  The survey was conducted across an area where the Rugby Observer has 10%+ household penetration. The survey area consisted of the following postcodes; CV3 (2); CV8 (3); CV21 (1-4); CV22 (5-7); CV23 (0,8-9); LE17 (4,6); NN6 (7); NN11 (5,7).  The readership from the research project has been submitted and approved by Jicreg.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Rugby Observer distribution area

Observer Standard Newspapers clacksons Covering the affluent South Midlands Average Issue Readership Source: ISL May to June 2003 within the 10%+ distribution area of the Rugby Observer. The Rugby Observer is read by 80,000 average issue readers making it the most read local newspaper.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Rugby Observer Involvement and retention 56% of adults read two thirds or more of the product. Read on average for 22 minutes, compared with the industry average of just 18 minutes. 77% of A.I.R. consider the local news coverage to be good/ very good. Source: ISL May to June 2003 within the 10%+ distribution area of the Rugby Observer.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Which one local paper is the best for various editorial items… Local news Business News Campaigning on behalf of the community Most trustworthy Council issues Source: ISL May to June 2003 within the 10%+ distribution area of the Rugby Observer.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Which one local paper referred to first for various advertising items… New store opening Sales & Special offers New large household goods A Job Local Entertainment Source: ISL May to June 2003 within the 10%+ distribution area of the Rugby Observer.

Observer Standard Newspapers clacksons Covering the affluent South Midlands If you could have only one local newspaper, which would you choose Given a choice of one local newspaper 43,000 adults would choose the Rugby Observer – that’s 22,000 adults (104%) more than our nearest competitor (the paid-for Rugby Advertiser). Source: ISL May to June 2003 within the 10%+ distribution area of the Rugby Observer.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Summary Observer Standard Newspapers  Independently owned newspaper group.  Covering the affluent south Midlands.  577,481 A.I.R. within a 70 mile radius of Coventry Airport, that’s 100% of the total readership!  Observer Standard Newspapers provides exceptional readership amongst AB’s.  74% of Observer Standard Newspaper readers are not average issue readers of any local or regional paid-for title.  The readership profile of the titles reflects that of the Thomson catchment area, unlike the preferred daily titles which in the main have a readership profile that is stronger amongst C2, D&E’s.  Each local area is unique and should be judged on its own merit, paid-for newspapers are not necessarily the best option in every area.

Observer Standard Newspapers clacksons Covering the affluent South Midlands Summary Rugby Observer market research  80,000 A.I.R. - 70% more than the paid-for Rugby Advertiser.  Read on average for 22 minutes.  Considered best for various editorial items.  Referred to first for various advertising categories.  Given a choice of one local newspaper 43,000 choose the Rugby Observer.